Lin-Manuel Miranda’s success with "In the Heights," Salma Hayek’s involvement in the production of "Ugly Betty" and now the potential confirmation of Judge Sonia Sotomayor to the U.S. Supreme Court are just a few examples of how Hispanics are establishing a presence and amplifying their voice in the U.S.

Over the years, businesses, marketers and politicians have started paying more attention to the growing Hispanic market, recognizing its influence and power within the marketplace and society:

• In 2003, Hispanics became the largest minority, and by 2050 Hispanics will comprise about 30 percent of the U.S. population.
• According to The Selig Center for Economic Growth’s The Multicultural Economy, Hispanics accounted for 8.9 percent of all U.S. buying power in 2008, up from only 5 percent in 1990.

Increasingly, companies are leveraging the power of the largest minority in the U.S. by successfully reaching out to this group. General Mills, one of the world's leading food companies, places great emphasis on the importance of understanding its audiences and has managed to effectively connect with Hispanics through its Yoplait brand.

Yoplait’s understanding of the Hispanic market drove it to establish a relationship this past year with Adamari López – celebrity, international telenovela actress and breast cancer survivor – for its "Save Lids to Save Lives" Hispanic program. This relationship has allowed Yoplait to create a personal connection with Hispanics through someone this group trusts and with which they identify.

It is clear that translating a general market campaign doesn’t cut it anymore if the hope is to establish a connection and brand respect. We need to understand this group’s culture, the language and what resonates with them in order to earn their support.

-- Irma Freije Koopersmith, Senior Account Supervisor